Research On The Influence Of Localization Strategy Of Cross Border E-commerce On Chinese Consumers' Purchase Intention

With the rapid development of e-commerce,especially in China,online shopping is becoming more and more important.Overseas direct purchase has become one of the most popular shopping methods for consumers.Consumer demand for direct overseas purchases has also further expanded the scale of import trade.Among them,Chinese consumers are more and more interested in Korean cosmetics and fashion products.Nowadays,the trade agreement between China and South Korea has achieved good results.With the signing of the trade agreement between China,Japan and South Korea,it is bound to provide a historical opportunity for Korean cross-border e-commerce enterprises.Therefore,how Korean e-commerce enterprises take advantage of this opportunity to enter China's overseas direct purchase market needs special research.Although there are many academic studies on the factors that affect the purchase intention of consumers who purchase directly overseas,there are few literatures on the concept of "localization".Therefore,based on the technology acceptance model(TAM),this paper constructs four localization elements(localized customer service,localized payment system,localized logistics and transportation,and localized marketing),and studies the influence of localization strategy of cross-border e-commerce enterprises on Chinese consumers' purchase intention with perceived value as intermediary variable.In this paper,we use the method of questionnaire survey to obtain the first-hand information of consumers,and then use spss20.0 questionnaire data to carry on the correlation analysis,verify the hypothesis proposed in this paper,and get the general conclusion.Through analysis,localized customer service,localized marketing strategy,localized logistics transportation and localized payment system can significantly affect consumers' purchase intention,which is mediated by consumers' value perception.Based on this conclusion,we hope to provide reference for Korean e-commerce companies to enter China's overseas direct purchase market.